EVP and Head (Strategy & Marketing), Fino Payments Bank
On technology and media plan: Marketing has evolved over the years. The way a marketing head thinks and operates today is quite different from even a decade ago. At the crux of this change is technology and understanding its impact on consumer behaviour is integral to any marketing plan. Precisely for this reason, along with traditional platforms, digital marketing has to be part of any media plan. While digital marketing has emerged as a strong engine for customer trials and acquisitions, analytics, on the other hand, is helping in targeted marketing of specific solutions. Analytics helps marketing get more personalized rather than rely only on mass media for brand building. On data & marketing eco-system: Loads of data can sometimes confuse marketing teams but by using appropriate analytical tools, it’s the most powerful way to understand consumer behaviour and trends. Data helps to lift the veil and make the campaign more realistic. The way forward is to adapt to this technological change to gather consumer insights, thereby help sharpen the marketing plan. The marketing ecosystem can adapt to this change by incorporating emerging trends into the organizational culture and bring the power of technology into regular operations involving every department.